The brand, best known for its cigarette lighters, is about to launch a new range of products including watches, leather goods, candle-lighters and an outdoor range for ‘adventurers'.

It has briefed Slam to raise the profile of the brand, and support the launch of these additional products as they are released across Europe up until summer 2010.

Slam has been asked to change perceptions of Zippo from a pocket lighter brand to a lifestyle brand. The campaign will target the brand's key audience of 18-25 year old males, but it will also try to broaden the audience to females and an older demographic.

Slam PR MD Molly Aldridge and account director Steve Strickland will head up the account, reporting to Zippo's director of global marketing David Warfel.

Zippo has worked with Slam's sister agency McCann Worldgroup in Japan for the past four years. Slam won the account following a competitive pitch.